Lecture E-commerce (7/e): Chapter 6 - Kenneth C. Laudon, Carol Guercio Traver

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Lecture E-commerce (7/e): Chapter 6 - Kenneth C. Laudon, Carol Guercio Traver

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Chapter 6 - E-commerce marketing concepts. In this chapter, you will learn to: Consumers online: the internet audience and consumer behavior, consumer behavior models, the online purchasing decision, a model of online consumer behavior,...

E­commerce    business. technology. society seventh edition Kenneth C Laudon Carol Guercio Traver  Copyright © 2011  Pearson Education, Inc Copyright © 2011 Pearson Education, Inc Chapter 6 E-commerce Marketing Concepts  Copyright © 2011  Pearson Education, Inc Copyright © 2011 Pearson Education, Inc Copyright © 2010 Pearson Education, Inc Slide 6­2 Netflix  Strengthens and Defends Its Brand Class Discussion  What was Netflix’s first business model? Why did this model not work and what new model did it develop?  Why is Netflix attractive to customers?  How does Netflix distribute its videos?  What is Netflix’s “recommender system?”  How does Netflix use data mining?  Is video on demand a threat to Netflix?  Copyright © 2011  Pearson Education, Inc Slide 6­3 Consumers Online: The Internet  Audience and Consumer Behavior  Around 70% (82 million) U.S households have Internet access in 2010  Growth rate has slowed  Intensity and scope of use both increasing  Some demographic groups have much higher percentages of online usage than others  Copyright © 2011   Gender, age, ethnicity, community type, income, education Pearson Education, Inc Slide 6­4 The Internet Audience and Consumer  Behavior (cont’d)  Broadband audience vs dial-up audience  Purchasing behavior affected by neighborhood  Lifestyle and sociological impacts  Use of Internet by children, teens  Use of Internet as substitute for other social activities  Media choices  Traditional media competes with Internet for attention  Copyright © 2011  Pearson Education, Inc Slide 6­5 Consumer Behavior Models  Study of consumer behavior  Social science  Attempts to explain what consumers purchase and where, when, how much and why they buy  Consumer  Predict  Based behavior models wide range of consumer decisions on background demographic factors and other intervening, more immediate  Copyright © 2011  variables Pearson Education, Inc Slide 6­6 A General Model of Consumer Behavior  Copyright © 2011  Figure 6.1, Page 352 Pearson Education, Inc SOURCE: Adapted from Kotler and Armstrong, 2009 Slide 6­7 Background Demographic Factors  Culture: Broadest impact  Subculture (ethnicity, age, lifestyle, geography)  Social  Reference groups Direct reference groups  Indirect reference groups  Opinion leaders (viral influencers)  Lifestyle groups   Psychological  Copyright © 2011   Psychological profiles Pearson Education, Inc Slide 6­8 The Online Purchasing Decision  Psychographic  Combines research demographic and psychological data  Divides market into groups based on social class, lifestyle, and/or personality characteristics  Five stages in the consumer decision process: Awareness of need Search for more information Evaluation of alternatives Actual purchase decision  Copyright © 2011  Pearson Education, Inc Post-purchase contact with firm Slide 6­9 The Consumer Decision Process and  Supporting Communications  Copyright © 2011  Figure 6.3, Page 356 Pearson Education, Inc Slide 6­10 Customer Relationship Management  (CRM) Systems  Record all contact that customer has with firm  Generates customer profile available to everyone in firm with need to “know the customer”  Customer profiles can contain: Map of the customer’s relationship with the firm  Product and usage summary data  Demographic and psychographic data  Profitability measures  Contact history  Copyright © 2011   Marketing and sales information Pearson Education, Inc  Slide 6­38 A Customer Relationship Management System  Copyright © 2011  Figure 6.14, Page 388 Pearson Education, Inc SOURCE: Compaq, 1998 Slide 6­39 Market Entry Strategies  Copyright © 2011  Figure 6.15, Page 390 Pearson Education, Inc Slide 6­40 Establishing the Customer Relationship  Advertising  Banner Networks advertisements  Ad server selects appropriate banner ad based on cookies, Web bugs, backend user profile databases  Permission  Affiliate marketing marketing  Copyright © 2011  Pearson Education, Inc Slide 6­41 How an Advertising Network such as  DoubleClick Works  Copyright © 2011  Figure 6.16, Page 393 Pearson Education, Inc Slide 6­42 Establishing the Customer Relationship  (cont’d)  Viral marketing  Getting customers to pass along company’s marketing message to friends, family, and colleagues  Blog marketing  Using blogs to market goods through commentary and advertising  Social network marketing, social shopping  Mobile marketing  Copyright © 2011  Pearson Education, Inc Slide 6­43 Insight on Business Social Network Marketing: Let’s Buy Together Class Discussion  Why social networks represent such a promising opportunity for marketers?  What are some of the new types of marketing that social networks have spawned?  What are some of the risks of social network marketing? What makes it dangerous? Have you ever responded to marketing messages on Facebook or another network?  Copyright © 2011   Pearson Education, Inc Slide 6­44 Establishing the Customer Relationship  (cont’d)  Wisdom of crowds (Surowiecki, 2004)  Large aggregates produce better estimates and judgments  Examples:  Prediction markets  Folksonomies  Social tagging  Brand leveraging  Copyright © 2011  Pearson Education, Inc Slide 6­45 Customer Retention: Strengthening the  Customer Relationship      Mass marketing Direct marketing Micromarketing Personalized, one-to-one marketing  Segmenting market on precise and timely understanding of individual’s needs  Targeting specific marketing messages to these individuals  Positioning product vis-à-vis competitors to be truly unique Personalization  Can increase consumers sense of control, freedom  Can also result in unwanted offers or reduced anonymity  Copyright © 2011  Pearson Education, Inc Slide 6­46 The Mass Market­Personalization Continuum  Copyright © 2011  Figure 6.17, Page 404 Pearson Education, Inc Slide 6­47 Other Customer Retention Marketing  Techniques    Customization Customer co-production Transactive content:  Combine traditional content with dynamic information tailored to each user’s profile  Customer service  FAQs  Real-time customer service chat systems  Automated response systems  Copyright © 2011  Pearson Education, Inc Slide 6­48 Net Pricing Strategies  Pricing  Integral part of marketing strategy  Traditionally  Fixed based on: cost  Variable costs  Demand curve  Price discrimination  Selling products to different people and groups based on willingness to pay  Copyright © 2011  Pearson Education, Inc Slide 6­49 Net Pricing Strategies (cont’d)  Free and freemium  Can be used to build market awareness  Versioning  Creating multiple versions of product and selling essentially same product to different market segments at different prices  Bundling  Offers consumers two or more goods for one price  Dynamic pricing:  Auctions  Yield management  Copyright © 2011  Pearson Education, Inc Slide 6­50 Channel Management Strategies  Channels:  Different and sold  Channel methods by which goods can be distributed conflict:  When new venue for selling products or services threatens or destroys existing sales venues  E.g online airline/travel services and traditional offline travel agencies  Some manufacturers are using partnership model to avoid channel  Copyright © 2011  conflict Pearson Education, Inc Slide 6­51 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher Printed in the United States of America Copyright © 2011 Pearson Education, Inc.   Publishing as Prentice Hall  Copyright © 2011  Pearson Education, Inc ...  Slide 6 16 What Consumers Buy Online  Copyright © 2011  Figure 6. 6, Page 361 SOURCES: Based on data from eMarketer, Inc., 2010b; Internet Retailer, 2010 Pearson Education, Inc Slide 6 17 Intentional Acts: How Shoppers Find ... Pearson Education, Inc Post-purchase contact with firm Slide 6 9 The Consumer Decision Process and  Supporting Communications  Copyright © 2011  Figure 6. 3, Page 3 56 Pearson Education, Inc Slide 6 10 A Model of Online Consumer Behavior.. .Chapter 6 E-commerce Marketing Concepts  Copyright © 2011  Pearson Education, Inc Copyright © 2011 Pearson Education, Inc Copyright © 2010 Pearson Education, Inc Slide 6 2 Netflix 

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Mục lục

  • Slide 1

  • Slide 2

  • Netflix Strengthens and Defends Its Brand Class Discussion

  • Consumers Online: The Internet Audience and Consumer Behavior

  • The Internet Audience and Consumer Behavior (cont’d)

  • Consumer Behavior Models

  • A General Model of Consumer Behavior

  • Background Demographic Factors

  • The Online Purchasing Decision

  • The Consumer Decision Process and Supporting Communications

  • A Model of Online Consumer Behavior

  • Slide 12

  • Slide 13

  • Shoppers: Browsers and Buyers

  • Online Shoppers and Buyers

  • What Consumers Shop for and Buy Online

  • What Consumers Buy Online

  • Intentional Acts: How Shoppers Find Vendors Online

  • Slide 19

  • Trust, Utility, and Opportunism in Online Markets

  • Basic Marketing Concepts

  • Feature Sets

  • Feature Set

  • Products, Brands and the Branding Process

  • Marketing Activities: From Products to Brands

  • Segmenting, Targeting, and Positioning

  • Are Brands Rational?

  • Can Brands Survive the Internet? Brands and Price Dispersion

  • The Revolution in Internet Marketing Technologies

  • Web Transaction Logs

  • Cookies and Web Bugs

  • Insight on Society Every Move You Make, Every Click You Make, We’ll Be Tracking You Class Discussion

  • Databases

  • A Relational Database View of E-commerce Customers

  • Data Warehouses and Data Mining

  • Data Mining and Personalization

  • Insight on Technology The Long Tail: Big Hits and Big Misses Class Discussion

  • Customer Relationship Management (CRM) Systems

  • A Customer Relationship Management System

  • Market Entry Strategies

  • Establishing the Customer Relationship

  • How an Advertising Network such as DoubleClick Works

  • Establishing the Customer Relationship (cont’d)

  • Insight on Business Social Network Marketing: Let’s Buy Together Class Discussion

  • Slide 45

  • Customer Retention: Strengthening the Customer Relationship

  • The Mass Market-Personalization Continuum

  • Other Customer Retention Marketing Techniques

  • Net Pricing Strategies

  • Net Pricing Strategies (cont’d)

  • Channel Management Strategies

  • Slide 52

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